Did you know that YouTube users spend on average roughly 25 hours browsing through content and watching videos on YouTube each month? With that in mind, it should come as no surprise that YouTube advertising should be a top priority for any business.
In this blog, we take a deep dive into the importance of YouTube advertising and share how you can leverage the exposure that the video sharing platform has to offer.
More than 16 million Australians over the age of 18 log onto YouTube each and every month. And on average, they spend about 25 hours each month viewing content. COVID-19 played a major role in increasing viewership across Australia as the platform was estimated to reach roughly 93% of Australians aged 18-54.
YouTube has solidified its reputation as a key platform that has the potential to help businesses and brands reach their audiences and elevate their online presence to identify new customers. So, just how do you go about actually putting that concept into practice?
The most common type of advertisement on YouTube is called “pre-roll.” This type of advertisement is a short and simple video ad that plays just before the user’s chosen video. You’re certainly familiar with them, and you’ve likely seen them in action before. They can either be skippable after 5 seconds of viewing, or non-skippable. Additionally, you can choose a mid-roll or a post-roll advertisement as well, although these are less common.
Most videos don’t exceed 30 seconds. In fact, it would be better to create an advertisement that lands anywhere between 15 and 30 seconds long. Ideally, you would also want to test different video lengths throughout your campaign to see if you can determine that sweet spot.
“Bumper Ads” are extremely short pre-roll advertisements that last no longer than 6 seconds. These can be fun and creative, but it can also be rather difficult to convey a message in just 6 seconds. We always recommend combining these advertisements with longer videos for the largest impact.
From there, you can also use different CTAs like “Learn More” and “Shop Now” to compel viewers to follow through on your advertisement. Depending on which strategy or method you choose, you might want to change up your CTA.
As you can see, you have a few options to choose from in terms of advertising methods, but what about pricing? How much could a short 6-second long Bumper Ad possibly cost? Well, YouTube works on a cost-per-view (CPV) basis. For a TrueView in-stream video ad – a pre-roll – you’ll only pay when someone watches 30 seconds of your video, or if they watch the entirety of an ad that is less than 30 seconds long. Additionally, if a viewer engages with your ad, you would also pay for it.
As with any type of advertising, it might seem difficult to really gauge the return on your investment. Luckily with YouTube, it can be relatively simple to see just how well your advertisements are performing.
With that said, there are a few ways to measure your success. First, you can begin by analysing your CPV and the percentage of users who watched more than 75% of your video advertisement.
Typically, you’d want to aim for about $0.05-$0.10 CPV, and you’d want to see that at least 30% of viewers watched 75% of your advertisement. Additionally, you can take a look at a few other metrics like impressions and attributed sales, but engagement is going to be the biggest indicator of success.
Even if your videos aren’t breaking that 30% benchmark, it’s important to keep in mind that brand awareness is certainly still in play. Your videos can lead to increased search volume, and other metrics that you can track via Google Ads. For instance:
Remember, YouTube ads are ideal when your goal is to increase your brand awareness, launch a new product, or to use as a component of a larger marketing campaign. If you are running a wider marketing campaign, YouTube advertising can help top drive reach and increase brand visibility. Targeting can be defined on a small-scale, or on a broad-scale depending on your budget and your KPIs. Additionally, the platform is wonderful for reaching a particular audience for the very first time, or if you are trying to grow your brand from the ground up.
First, you need to determine just what it is that you want to achieve with your YouTube ad campaign. Do you want to find new customers within your current targeted demographics? If so, you might want to use lookalikes. If you want to reach a brand new audience, try YouTube’s broader interest audience targeting options to make the most out of your strategy.
When you are able to distinguish what is working versus what isn’t, you can optimise the best performing audiences and split up your campaigns into a granular fashion. For instance, you should have one ad group for lookalikes and another for interest audiences.
Did you know that you can set up automated optimisation when looking at a particular Cost Per View or conversion goal? When given enough time, Google’s automation algorithms will ensure that your campaign optimises itself to hit your targets.
Setting frequency caps is critical toward reducing the effects of boredom and overexposure. No one wants to see the same YouTube ad over and over again, so we recommend limiting a campaign to about 3-5 impressions per user per day.
Don’t forget to refresh your ad content from time to time. You don’t want to experience creative fatigue, so it is always a good idea to refresh your content monthly.
Before we close out this article, take a look at some of our achievements from a pre-roll YouTube ad campaign that we recently ran for a global sportswear and footwear brand using all of the tips, strategies, and insight that we provided for you in this article:
If you’re interested in learning more about how you can create an optimised YouTube ad campaign, contact us to learn more about how we can help.
Find relevant content to accelerate your ecommerce business. Stay on top of industry trends and best practices.
If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.
Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.
At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead.
An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.
A great Amazon SEO Agency partner will:
Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance.
Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS.
To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.
A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.
It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.
Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins.
Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.
As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.
Contact us to learn more about our SEO optimization services.